Decisions, decisions; With so much to do, festival-goers consult the program for guidance.
Citing such things as the power of the arts to bring people together, the wish to do something nice for their employees, and the desire to be associated with a positive and exciting event, executives of several Rhode Island companies explained the thinking behind their long-term support of First Night Providence. From Textron to Nortek to Narragansett Electric, from American Power Conversion to Fleet Bank, there is consensus over the worth of sustained sponsorships.
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“I think as the labor market gets more competitive and we try to attract people to come here, it’s important that the community have a vibrant, active social life,” says Jim Dodge, chairman and chief executive officer of the Providence Gas Company. “First Night is a great way for business people to support their employees and customers and to make Rhode Island a better place to live and do business.”
Elaborating on the ability of cultural activities to attract people, Textron director of community affairs Donald J. McGrath observes that the arts have tremendous reach: “Our community is so diverse, but the common language of music and dance cuts across demographic and ethnic boundaries. The arts are a bond that brings together people of diverse cultures and backgrounds, and First Night is a key activity that does that.”
“A lot of people think the arts are for someone else, and First Night says, ‘No, they are for you, the citizens, come and enjoy,’ ” says Edward and Angell’s Deming Sherman, a former chairman of First Night and currently co-chair of the Millennium Committee. “It brings people into the capital of the state for something other than work. If you have 50,000 people downtown in a festive atmosphere, it’s good for the city and the image of the city.”
The arts also make sound economic sense. “When the Providence Performing Arts Center and Trinity are full and “Waterfire” and First Night bring people downtown,” says Textron’s McGrath, “it has to be a tremendous boost to the economy.”
“First Night is an event unlike any other in Rhode Island, which puts it in a class by itself,” says Cate Roberts, vice president-community relations manager for Fleet Bank. “It fulfills a need in terms of family and cultural activities on New Year’s Eve and it’s highly visible. From a marketing perspective, our logo is seen by a large number of people that night, whether on banners at the sites, in the program or on other collateral materials. It’s hard not to be there because it’s such a huge event and it’s done so well.”
American Power Conversion, because of its 1,500-person workforce in Rhode Island alone, is very interested in educational causes and activities that support children and families. “First Night is a great way for us to give something back to our employees,” says Jennifer Seymour, media relations manager for the maker of backup power supplies for computers. “We are one of the state’s largest employers and First Night is one of the largest fun things to do, and we want to be a part of that. It’s one of our longest-running sponsorships.”
As in any meaningful relationship, the pairing of a sponsor with an event like First Night takes years to realize its full potential. “It is part of establishing a reputation for a company,” Dodge of Providence Gas explains. “It doesn’t come in one shot. It’s important for customers to know you care about the community and therefore that you care about them.”
From the perspective of BankBoston’s Mike DeAngelis, the deeper the relationship, the greater the rewards. “It’s a two-way street,” he says. “Our customers like the option of getting discount buttons in our branches and we like the publicity of being a sponsor.” The bank’s lobby is also a First Night venue, which further raises the company’s exposure. “You can’t get a more high-profile artistic event than First Night,” says DeAngelis.
